April 2007
Branding has evolved over time, from the earliest use of a brand on
livestock to claim ownership to the many roles a logo plays in today's
market. The logo or "mark" is often the first impression the audience gets
from a company or organization and its product or service. Although a brand
is much more than a logo, the brand identity is the "public face." A logo
often is the "visual shorthand" that that must quickly attract attention
while communicating key attributes. It is most successful when it is
memorable and can be the cornerstone of a visual identity system.
This issue focuses on building brand public awareness through integrated approaches. It is our hope that you may use this information to help your organization achieve its goals and objectives.
Please continue to send me comments, questions, or topics you would like us to address. And, please remember that JDG Communications always is prepared to help you in any way possible.
Sincerely,
Len Johnson, President and CEO
JDG Communications
(703) 207-0933 x101
ljohnson@jdgcommunications.com
Branding Public Awareness Campaigns
Because competition for attention and mindshare is fierce in today's
marketplace, logos are used to brand much more than just companies and
their products. They are often created for public awareness and outreach
campaigns in the federal sector. Among those that have gained the widest
recognition are the Environmental Protection Agency's "Energy Star" logo,
the U.S. Department of Agriculture's "USDA ORGANIC" logo and the Federal
Trade Commission's National Do Not Call Registry logo. Each of these
identities has helped to brand major government programs that have had
significant impact on the lives of millions of Americans. They have also
helped elevate these initiatives to the status of household "brand
names."
Marketing in the Public Sector Features FTC's National Do Not Call Registry
Communicating effectively with key audiences can be quite a challenge to marketing professionals. In the book Marketing in the Public Sector, authors Philip Kotler and Nancy Lee write, "Messages are more likely to be understood if they create vivid images, remembered if they are brief, and valuable if they support the style and tone of your brand personality."
The book, published by the Wharton School of the University of Pennsylvania last October, discussed one of JDG's campaigns, U.S. Federal Trade Commission's National Do Not Call Registry campaign as a prime example of a simple, memorable message to support brand personality.
Below you will find a short case study of JDG's work with this campaign.
An Instant Household Name: National Do Not Call Registry
There was a need to educate Americans on how they could reduce the
number of telemarketing calls they get at home. JDG was charged with
creating awareness of the National Do Not Call Registry among all Americans
with home or cell phones. A friendly and memorable identity and an
awareness campaign were devised. The national outreach campaign included
the logo, a media kit with fact sheets, news releases, national PSAs, a
national video B-roll and an informational website (www.ftc.gov/donotcall).
The campaign reached all stakeholders, including the general public, media,
Congress, friends' organizations and state governments. Within ten days
of the launch more than 20 million phone numbers were registered. That
figure topped the 60-million mark in just over six months. After only 24 hours, the
Registry website became the number one most searched for site on the
Internet, according to all major search engines.
The campaign achieved 91 percent awareness among U.S. adults according to a poll conducted by New York-based Harris Interactive Inc.
Click here to see the complete FTC National Do Not Call Registry case study.
JDG Welcomes GSA Account Director
Rob Remy brings nearly twenty years' experience in advertising and
marketing services to his new position as the Account Director for the
General Services Administration (GSA) account. Before joining JDG, he was
Vice President at American Target Advertising, where he managed direct
mail, telemarketing and online communications for a number of national
political advocacy groups.
Rob has also served as the Director of Client Services at Merkle Mailing Services, the production arm of top-tier database marketing firm Merkle, Inc. and Account Supervisor for LM&O Advertising's U.S. Army National Guard (ARNG) national recruitment advertising contract. He has done work on behalf of hundreds of prominent local and national non-profit organizations such as the American Red Cross, Easter Seals and the National Wildlife Federation.
When Rob isn't working, he enjoys eating Chinese food and walking in the rain.
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your company a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one- or two-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications will then create a Confidential Needs Analysis that outlines our recommendations for your company. Our staff will return to your office to present our findings and see how we might help you.
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